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What is Kulturindustrie

Chapter 5
Political Propaganda, Advertising, and Public Relations: Emerging Research and Opportunities
Culture industry or kulturindustrie is a term coined by Horkheimer and Adorno and is used to describe the commodities of mass production characterized by standardization, mundanity, and sterility. In Frankfurt School critiques, kulturindustrie is viewed in a negative light due to the hyper-utilitarian focus on products and production, resulting in a loss of beauty or personality and in the dehumanization and alienation of workers. Further, kulturindustrie creates systems of dependency that attract consumers to higher value but lower quality goods.
Published in Chapter:
Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media
William Sipling (University of St. Thomas, USA)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-7998-1734-5.ch005
Abstract
Social media and 21st century mass communication have changed the technological landscape of marketing and advertising, enabling instant content creation, content curation, and audience feedback. The thought of Edward Bernays can be useful in examining and interrogating today's media, especially through the lens of Frankfurt School social theorists Max Horkheimer and Theodor Adorno. Further, the works Crystalizing Public Opinion and Propaganda are critiqued through ideas found in Dialectic of Enlightenment to give business and PR professionals ethical concepts that may be applied to modern trends in communications.
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